Becoming a Director by Following the Human Story

Sometimes the best work happens when you ignore the traditional playbook.

When the Urban League of Essex County asked me to create a film for their annual Red Gala, the request came with one condition: don’t make the usual fundraising video.

No glossy highlight reel.

No sweeping drone shots.

No executive testimonials.

Instead, they wanted something real.

That simple request became my first experience directing a film—and it led to one of the most meaningful creative projects I’ve ever been part of.

At the Urban League of Essex County, the “why” begins with a simple but powerful belief: every person deserves equal access to the resources they need to reach their full potential.

When program director Kevin Jones first approached me about creating a film for the Urban League’s annual Red Gala, the goal was clear. The piece would serve as both an inspirational film and a call to action—something that would help raise funds to support the communities they serve across Newark, New Jersey.

But Kevin also had a very specific request. He didn’t want the traditional “capabilities film”—the kind often built around sweeping drone shots, sentimental music, and testimonials from senior leadership. He wanted something different. Something more human.

As Curated’s agency director, I remember thinking immediately: this is right up my alley.

I rarely follow traditional paths in the work I do. Sometimes that instinct gets me into trouble—but more often than not, it leads to something far more meaningful than the conventional approach ever could.

That day it felt like a little voice sat on my shoulder and said, “Well kid, you’re a director now. Figure it out.” So that’s exactly what we did.

Instead of creating a polished promotional piece, we chose to dig into the lived human experiences behind the Urban League’s work. We wanted to tell stories—not statistics.

And just as importantly, we knew what we didn’t want to create.

We didn’t want a film built on what some call “poverty porn.”

We didn’t want to reduce people’s lives to hardship in order to inspire donations.

If the goal was to raise funds from both individuals and corporations, we knew we had to aim straight for the heart. That meant honoring the dignity, resilience, and gratitude of the people whose lives have been touched by the Urban League’s programs.

The film focuses on the extraordinary work of the organization’s servants and staff, while giving space to the voices of those whose lives have been changed through their efforts.

From the early creative concept and art direction, to pre-production interviews with our incredible case study participants, and finally to filming inside homes and community spaces across Newark, the experience was deeply moving.

Every person involved brought generosity, vulnerability, and honesty to the process. In the end, the Urban League of Essex County and the National Urban League reached their fundraising goal for the evening. But for me, the project delivered something even more personal. For the first time in my life, I got to call myself a director. And perhaps more importantly, I got to participate in telling stories that matter. You can learn more about the work of the Urban League here:

https://nul.org

https://ulec.org